MARKETING TO STUDENT RIDERSHIP

CHALLENGE

TWG Communications was challenged by North Bay Transit (NBT) to produce a marketing strategy and materials designed to engage a teen/student demographic. Increasing ridership by this segment was the goal.

INSIGHT AND KEY CONSIDERATIONS

TWG's research revealed diminishing teen ridership is a common issue among many transit providers. Research also revealed transit authorities where this trend is reversed accomplished increasing teen use by setting up teen advisory panels and thats what NBT did. It was evident from the beginning of the process, local teens/students were not very knowledgeable about NBT including how to use it. The mission became clear, the campaign would need to focus on introducing NBT to the target demographic in a way that would be vibrant, fun, exciting and educational.

IMPLEMENTATION

The development of a unique campaign brand was undertaken and aimed squarely at the the teen target audience. GGOB, Go Green on the Bus, was inspired by the high degree of environmental concerns identified by youth. The look is cool and now. Professional photography shot locally using local teens adds to the community feel and appeal. Photography was incorporated into all aspects of the campaign including ads, power point templates, promo items and a neat "Z"card containing a transit route map, transit info and a 5 free rides coupon.

RESULTS

How cool is riding a city bus? A lot cooler now that North Bay Transit's GGOB campaign is launch. Presentations to teens at local high schools allowed the client the opportunity to give out branded swag bags and provide transit info. Time will tell us if teen ridership is up, but for the moment the client is ecstatic with the campaign and initial feedback is the target audience thinks its cool.